‘Alexa, Order Heineken.’ Voice and the Digital Assistant: A Wake-up Call for Marketing

Voice is intuitive, fast and has the potential to become a dominant mode of accessing and interacting on the Internet. When we see how young families – the early adopters – embrace voice, it’s very likely the entire consumer landscape will change: consumer behavior, the path-to-purchase and the way consumers interact with brands are all poised to change dramatically. Voice applications help us manage lives, be in control, facilitate, assist, inform and entertain. In this presentation we will consider how voice and the digital assistants are impacting consumer decision behavior.

To examine voice trends from a consumer and brand perspective, we conducted research in the USA, U.K. and Germany. Since Amazon, Google, Apple and Microsoft have introduced voice platforms in these markets, they reflect the dominant “voice landscape” in the western world for brands moving forward. We conducted the following interviews:

Thanks to technology and shifts in business-to-business media, thought leadership and content marketing campaigns have emerged in recent years as a preferred way for vendors to speak directly to their [...]